Download Brenda Hough`s PowerPoint Presentation

OCLC Online Computer Library Center
OLA Conference March 30, 2016
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Introductions
OCLC Online Computer Library Center
• What is your name?
• What library or library system do you
represent?
role?
• What is a strength of your library?
• What is a dream for your library?
• What is your
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Introductions
•
•
•
•
•
What
What
What
What
What
OCLC Online Computer Library Center
is your name?
library or library system do you represent?
is your role?
is a strength of your library?
is a dream for your library?
What is one thing you
would like to learn during
today’s session?
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OCLC Online Computer Library Center
Advocacy Training Goals
 Define what advocacy is and why it is important for
libraries
 Use tools and strategies to advocate on behalf of your
libraries
 Create effective advocacy messages
 Identify potential partners for library advocacy
 Begin to develop an Advocacy Action Plan
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
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OCLC Online Computer Library Center
http://publiclibraryadvocacy.org/
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OCLC Online Computer Library Center
http://publiclibraryadvocacy.org/
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Curriculum
PowerPoints
Handouts
Action Plan
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8 Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Page 1
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OCLC Online Computer Library Center
Defining Advocacy
The actions individuals or organizations
undertake to influence decision-making
at the local, regional, state, national, and
international level that help create a
desired policy or funding change in
support of libraries.
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OCLC Online Computer Library Center
Defining Advocacy
The actions individuals or organizations
undertake to influence decision-making at
the local, regional, state, national, and
international level that help create a desired
policy or funding change in
support of libraries.
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OCLC Online Computer Library Center
Library Advocacy:
Who, Where, Why
Q:
Do you currently advocate for the library?
Why do people advocate?
Where does advocacy occur?
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Connecting Library Services to
Community Needs
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OCLC Online Computer Library Center
Services and Outcomes
Services
Outcomes
Something a
library does or
provides
The end result of
those services
The library as a
“service provider”
The library as a
“problem solver”
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OCLC Online Computer Library Center
Who Else Benefits?
Family
Friends
Customers
Employers or Employees
Neighbors and the Community
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OCLC Online Computer Library Center
https://youtu.be/7cwsrgMOcLA
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
What is an Advocacy Goal?
Advocacy Goal
Describes the specific change or action you
want decision-makers to make to help
create the desired policy or funding change
you seek to support the sustainability of
your library.
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OCLC Online Computer Library Center
Developing an Advocacy Goal
Q:
What is a need in the community that
the library can help fill?
What is preventing the library from
filling this community need?
What can we do to change this / what
solution will help the library overcome
that barrier?
What solutions are possible when
decision-makers are involved (i.e.
through advocacy)?
This determines your advocacy goal
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Page 3
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Building Toward
Your Advocacy Goal
OCLC Online Computer Library Center
Advocacy
Goal
• What we want to achieve that
will help sustain the library.
Objectives
• Changes or achievements that
make our goal possible.
Objectives should be
measurable.
Tactics
• Actions and tools we will use
to execute the objectives.
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OCLC Online Computer Library Center
Advocacy Objective Examples
Advocacy Goal: By June of next year, the local
government increases the public library’s annual
budget by two percent.
1.
The library’s chief supporter on city council once again provides
testimony urging continued funding of the library.
2.
At the time the testimony is given, the majority of the city
council members are aware of the ways in which public Internet
access at the library is benefiting the community and the
number of citizens using the service.
3.
By January of next year, city council proposes a new resolution
that positions public Internet access as a core library service
and recommends an annual budget increase.
4.
By April of next year, the budget increase is set at two percent
to cover the necessary costs for updated computer and Internet
services.
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OCLC Online Computer Library Center
Advocacy Tactics
Activities that help change the hearts
and minds of decision makers to support
your library. Tactics are the steps to take
to achieve your advocacy goal.
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OCLC Online Computer Library Center
Advocacy Tactics Example
Objective: At the time the testimony is given, the
majority of the city council members are aware of the
ways in which public Internet access at the library is
benefiting the community and the number of citizens
using the service.
TACTICS
1.
Identify the members you need to reach
2.
Collect evidence of library use and support
3.
Organize the community to demonstrate its support of
the library
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OCLC Online Computer Library Center
Advocacy Case Study
Need - Goal – 3 Objectives – Tactics
Are these good objectives and tactics?
Any additional objectives and tactics?
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Pages 4-5
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OCLC Online Computer Library Center
Tips for Creating an
Advocacy Goal
 Your goal should center around the needs of
the community.
 Your advocacy goal should directly support
your library mission.
 Do not confuse your advocacy goal with
objectives or advocacy tactics that are
required to accomplish your advocacy goal.
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Identifying Target Audiences
Q:
A:
Who can help your library reach its
advocacy goal?
•
Decision-makers
•
Influencers
•
Library stakeholders
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OCLC Online Computer Library Center
Who are Library Stakeholders?
Library Stakeholders =
Community Allies:
An individual, organization, business,
foundation, or other partner that can help
promote the value of the library in the
community and build community support.
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OCLC Online Computer Library Center
Activity: Character Cards
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Pages 6-7
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Community Perceptions of the
Public Library
Perceptions—what people in your community
think or feel about your library
1. People’s perceptions of the library are shaped
by their experiences.
2. Perceptions are not always based on fact.
3. Perceptions can affect library support.
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OCLC Online Computer Library Center
What is Library
Perception Information?
Information that describes the
knowledge, thoughts, and feelings your
target audiences have about your library
and the services your library and library
staff provide.
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OCLC Online Computer Library Center
Perception Information and
Library Advocacy
By understanding how your target
audience thinks and feels about the
library
You can determine the best way to
approach and connect with your
target audiences to encourage their
involvement
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OCLC Online Computer Library Center
Key Finding #1
The librarian is essential to generating
support for the library. People say librarians
who are positive and “passionate” about the
library influence how much they support the
library.
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OCLC Online Computer Library Center
Key Finding #2
U.S. elected officials think libraries are
valuable and support them, but often do not
believe that libraries need more funding.
They also have strong emotional connections
to libraries and often remember the library
from childhood.
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OCLC Online Computer Library Center
Exploring Local Perceptions of
the Public Library
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Character Cards and
Perception Information
OCLC Online Computer Library Center
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OCLC Online Computer Library Center
What is Library
Impact Data?
It is the measurement of how people’s
lives and communities have changed as
a result of library programs and services.
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OCLC Online Computer Library Center
Examples of Impact Data
Digital Inclusion
Culture and Leisure
Education
Communication
Economic Development
Health
Government and
Governance
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OCLC Online Computer Library Center
Collecting Library Perception
Information and Impact Data
Types of research:
• Quantitative (how many?)
 Surveys
 Data collection and analysis
• Qualitative (why?)
 One-on-one interviews
 Moderated discussion groups
 Informal conversations at meetings,
conferences, and social events
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OCLC Online Computer Library Center
Collecting Impact Data
https://impactsurvey.org/
Online survey - how
do people use the
library’s technology?
https://www.projectoutcome.org/
Measures outcomes in
7 different areas,
including early
literacy, economic
development, etc.
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OCLC Online Computer Library Center
Collecting Library Perception
Information and Impact Data
Types of research:
• Quantitative (how many?)
 Surveys
 Data collection and analysis
• Qualitative (why?)
 One-on-one interviews
 Moderated discussion groups
 Informal conversations at meetings,
conferences, and social events
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OCLC Online Computer Library Center
Activity: Practicing Target
Audience Interviews
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
What is a Message?
A message is anything that you
purposefully write, say, or show on a
specific topic to a specific target
audience.
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OCLC Online Computer Library Center
What is an Advocacy Message?
An advocacy message is your
opportunity to persuade your target
audience to take action on behalf of your
library.
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OCLC Online Computer Library Center
What is an Advocacy Message?
An advocacy message is your
opportunity to persuade your target
audience to take action on behalf of your
library.
? Where might you see or hear an advocacy message?
? Why do you think it’s important to have clear advocacy messages?
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OCLC Online Computer Library Center
Six Advocacy Message Questions
1.
What is the community need that your library advocacy
goal seeks to fill?
2.
How will life be better in your community if you reach
your advocacy goal?
3.
Why should your audience take action to help?
4.
What actions can your target audience take to reach your
advocacy goal?
5.
Are there relevant statistics or examples that would help
persuade your audience to act?
6.
If your audience has a misperception about the library
and its services, what supporting statistics or examples
would help correct it?
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Page 8
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OCLC Online Computer Library Center
The Impact of the Public Library
Your library story should focus on the
impact your library has on your
community and the lives of the people
who live there.
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Remembering Your Audiences’
Perceptions
OCLC Online Computer Library Center
The more you know about your target
audiences and what they know, think,
and feel about the library, the easier it
will be to create library stories that will
appeal to and connect with them.
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OCLC Online Computer Library Center
Story Content and Style Elements
Compelling and effective story
elements include:
 Your main advocacy message or messages
 Anecdotes about individuals, events, or specific
activities
 Quantitative data (important statistics, facts) and
programmatic information
 Different story styles
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Page 9
(complete this later)
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OCLC Online Computer Library Center
Preparing to Tell Your
Library Story
• Target audience perceptions—what they know,
think, and feel about the library, help you
determine the types of messages and story
elements that will be effective.
• Effective advocacy messages have one main
message and up to three supporting messages
that can be tailored for specific audiences.
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OCLC Online Computer Library Center
Activity: One-minute
Library Speech
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OCLC Online Computer Library Center
Traditional Media Outlets
Television
Radio
Print
Online
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OCLC Online Computer Library Center
Benefits of Media Outreach
Raise
awareness of
library
programs and
services
Raise the
profile of
public
libraries
Highlight
accomplishments
Tell your story
your way and
amplify your
message
Build
credibility for
the library
Build allies in
the media
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OCLC Online Computer Library Center
What Makes a Story
Newsworthy?
New, Timely
Information
Research
Events
New Programs
Funding News
Anniversary
New Services &
Materials
Spokespeople
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Page 12
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OCLC Online Computer Library Center
Social Media Discussion:
Knowing Your Audience
Q:
What is your audience doing on social
media?
What is your library doing on social
media?
Why should people follow you and share
your content?
Why do you want to engage them?
How can you best do this and how does
this impact your advocacy goals?
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Library Partnerships
Library partnerships are relationships that
provide mutual benefit for both the
library and the partner.
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OCLC Online Computer Library Center
Identifying Potential Partners
 Who are the individuals, organizations, or
businesses that could help you connect to or
would have influence with your target
audience?
 Does the library already have a connection to
them?
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OCLC Online Computer Library Center
Activity: Creating a
Connection Tree
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OCLC Online Computer Library Center
Key Partnership Questions
•
What are the potential partner’s perceptions of the library?
•
What are the potential partner’s priorities and interests in your
community?
•
What do you need the partner to do to help reach the library’s
advocacy goal?
•
Does the potential partner have the commitment, capacity, and
resources to meet the library’s needs and expectations?
•
What benefits could the library offer the potential partner?
•
What benefits could the library receive from the potential partner?
•
What is the potential partner’s reputation in the community?
•
Are there any challenges or risks to this partnership? If so, how will
you address them?
•
How would you approach this partner?
•
Who could help make the introduction?
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OCLC Online Computer Library Center
Advocacy Action Plan Workbook
Pages 16-17
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Topics:
OCLC Online Computer Library Center
1. Define Advocacy
2. Describe Services vs. Outcomes
3. Set an Advocacy Goal, with Objectives and Tactics
4. Identify Target Audiences
5. Understand Perceptions and Impact
6. Create Effective Advocacy Messages
7. Build Partnerships
8. Determine Next Steps
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OCLC Online Computer Library Center
Laying the Groundwork
 Identified target audiences
 Reviewed existing perception information and
impact data
 Developed advocacy messages
 Practiced sharing advocacy story
 Developed traditional and social media
strategies
 Reviewed existing partnerships
 Explored resources for learning and doing
more
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OCLC Online Computer Library Center
Activity: Building Your
Advocacy Team
Your advocacy team is made up of the
people whose approval you need or help
you will rely on to put your advocacy
plan into practice. Team members can
include people within your library, as
well as partners and volunteers.
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OCLC Online Computer Library Center
Q:
Getting Started:
Three Steps
What are the first steps you will take
when you get back to your library?
1. Share what you learned with your team.
2. Revisit the Advocacy Action Plan.
3. Take stock of resources, materials, and
information you have and need for library
advocacy.
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OCLC Online Computer Library Center
Modifying Your Plan
Your advocacy plan is flexible. If you
cannot meet an objective, consider
changing tactics or even the objective
itself—whatever helps you meet your
advocacy goal.
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OCLC Online Computer Library Center
Thank you!
You can contact me at
[email protected]
Want me to contact you? Leave
your email address please!
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